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1. The distinctive nature of sport marketing
- Prof. Simon Chadwick
- Archived Lectures *These may not cover the latest advances in the field
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2. Attracting and retaining sports fans
- Dr. Ben Shields
- Prof. Irving Rein
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3. Creating and managing sport teams' brands
- Prof. Andre Richelieu
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4. Sport and the international marketing environment
- Mr. Paul Kitchin
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5. Marketing major events
- Dr. Dave Arthur
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6. Strategy in sponsorship - the basis for creativity
- Mr. Shaun Whatling
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7. The brand game: Club vs Country
- Mr. Ed Coan
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8. Future of sports marketing: trends, challenges, solutions
- Mr. Gareth Moore
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9. Marketing major sports venues - the Amsterdam ArenA case
- Dr. Andrea Santini
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10. Creative sport marketing communications - the case of Atletico de Madrid
- Mr. German Robles Gonzales
Printable Handouts
Navigable Slide Index
- Introduction
- Pre-match warm-up
- Characteristics of a product
- What does a brand encompass?
- Brand structures
- Non football examples of brand structures
- Football examples of brand structures
- Examples of football brands
- Kick-off
- Watford football club
- What's unique about Watford? (1)
- What's unique about Watford? (2)
- The Watford logo
- What hasn't Watford got?
- Building Watford's brand platform
- From brand platform to equity and value
- Supporters - sample activities
- Supporters - focus on two of the marketing Ps
- Business community approach
- Business community sample activities
- Measurable results (1)
- Measurable results (2)
- Half-time
- Notes of caution for clubs
- Second half
- England
- Same approach, different outcomes
- What hasn't England got?
- Wider markets than a club
- Supporters - how to build loyalty
- Business community
- Football and non-football stakeholders
- The nation
- Measurable results: supporters
- Measurable results: business community
- Measurable results: stakeholders
- Measurable results: the nation
- Final whistle - post-match summary
- Fundamental differences: club vs. country (1)
- Fundamental differences: club vs. country (2)
- Fundamental differences: club vs. country (3)
- Until the next game
- Conclusion
Topics Covered
- What is a brand?
- Local football club as a brand
- an example of Watford football club
- National football team as a brand
- Fundamental differences between club and country
Talk Citation
Coan, E. (2008, May 22). The brand game: Club vs Country [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved March 28, 2024, from https://hstalks.com/bm/731/.Export Citation (RIS)